Positioning

Having worked with MTV on many smaller projects, we were asked to produce a pan-European campaign identity and rollout for the European Music Awards, hosted in Barcelona. Our goal was to champion this great city and stay true to MTV’s values.

Proposition

‘Everybody votes’
MTV’s mission has been to democratise music in the video age, pioneering the idea that all music winners should be chosen by the public. Using this as our cue, we built a campaign around the voters and their different characters, with a strong call to action to build anticipation and discussion before the show.

Personality

Bold yet approachable, maverick yet inclusive. We went very different stylistic and graphic ways for various campaigns with MTV, but always maintained the core strength of their iconic brand.

Result

With our ‘Everybody votes’ campaign line and with a nod to Barcelona’s culture in campaign characters, we engaged the wider MTV-watching European audience and showcased Barcelona too. Such was the campaign’s success, we were re-commissioned for the following year’s event. Further identity projects and promotional campaigns also followed, including MTV mash and Mtv2go – exclusive MTV content for your phone.